| Title | FAN-SPONSORED TEAM |
| Brand | STARHUB |
| Product / Service | SPONSORSHIP |
| Category | A06. Use of Special Events And Stunt/Live Advertising |
| Entrant | DDB GROUP SINGAPORE, SINGAPORE |
| Entrant Company | DDB GROUP SINGAPORE, SINGAPORE |
| Advertising Agency | DDB GROUP SINGAPORE, SINGAPORE |
| Production Company | HURRAH PRODUCTIONS Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Neil Johnson | Ddb Group Singapore | Chief Creative Officer |
| Joji Jacob | Ddb Group Singapore | Group Executive Creative Director |
| Khalid Osman | Ddb Group Singapore | Creative Director |
| Lester Lee | Ddb Group Singapore | Creative Director |
| Mahesan M. | Ddb Group Singapore | Copywriter |
| Denis Li | DDB Group Singapore | Art Director |
| Rowena Bhagchandani | Ddb Group Singapore | Managing Director |
| Vivien Foo | Ddb Group Singapore | Account Director |
| Ho Jiwei | DDB Group Singapore | Account Executive |
| Felicia Tan | Ddb Group Singapore | Agency Producer |
| Klas Ericsson | Hurrah Productions | Film Director |
| James Rotheram | Hurrah Productions | Film Director |
Free sports media coverage worth over $40,000. An unprecedented six minutes of free airtime before the match Featured by Singapore's most popular football newspaper The New Paper. 50% more Facebook Likes than the average post 5X more Facebook Shares than the average post
For season 2013/2014, StarHub decided to put its money where its mouth is, by putting fans where their money was: the sponsorship entitlement on the LionsXII jersey. Together with the Football Association of Singapore, StarHub identified the ultimate fan, Akbar Hashim, who has never missed a single LionsXII match in the last 42 years. To salute his undying passion, StarHub switched out its branding on all the team jerseys and emblazoned them with the fan's name instead. The grand reveal of the jersey took place before a capacity crowd at a LionsXII match on home ground. By looking at the team jersey as a medium, StarHub elevated its sponsorship into a celebration of the sport and the fans behind it. The CMO of StarHub puts it the best, 'Fans wear their hearts on their sleeves. So, it is only rightful that we wear their names on our jerseys.'
StarHub is the jersey sponsor of the biggest football club in Singapore, The LionsXII - a name that represents the 12th man on the team, the fan. After being a sponsor of the team for four consecutive years, the StarHub branding on the jersey has become a blind spot. For the new season, StarHub wanted to reaffirm its commitment to stand with, and stand for, the LionsXII team and all its supporters. And through that, create greater value for its season-long jersey sponsorship. The insight: despite spending millions of advertising dollars, advertisers are not nearly the biggest sponsors of football: fans are. While sponsors invest money, fans invest everything: time, money, effort, passion and emotion. Fans put in more than sponsors ever will. The Idea: The fan-sponsored team by StarHub. It is a tribute to the biggest sponsors of the LionsXII (fans) by the biggest advertiser of the team (StarHub).